U.S. network TV showsturn props into dollars
Posted by iTVX Staff on 2nd October 2005
NEW YORK: This month on “The Office” on NBC, the U.S. version of the BBC comedy, Michael Scott, the painfully clueless regional manager of a paper supply company, will embrace casual Fridays in his own inimitable style.
Eager to show off his newly trim physique, particularly his backside, the character, played by Steve Carell, will stride into work and proudly model his new jeans to his alternately befuddled and appalled employees. And to anyone who will listen, he will likely exclaim: “I love my new Levi’s.”
This cringe-inducing bit of comedy will have been made possible in part by Levi Strauss. The jeans maker and the creators of “The Office” are willing participants in the next generation of product placement. Brands are no longer mere props on the set.Advertisers and their representatives are increasingly working with writers and producers and network ad sales staff to incorporate products into the story lines of scripted shows as part of more elaborate marketing deals.
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